EXPLORE, EXPERIENCE & WIN

CHALLENGE:

Reinvigorate a Stale Direct Marketing Platform.

Despite consistent direct mail campaigns and high-profile real estate locations, AT&T was seeking greater traffic and repeat visits to its retail stores. In addition to driving sales for core wireless and wireline services, AT&T was interested in advancing sales of accessory products and building overall consumer awareness of the AT&T product and service portfolio offered within the stores.

ILLUMINATION:

Consumers who purchase telecom-related services generally require a minimum of 3 interactions with the product or service before purchasing, and more than 50% of these consumers will first source information online.

APPROACH:

Redefined traditional direct marketing material from a “one-and-done” experience to what we coined “kitchen table value” by developing a communication piece that stimulated sharing among the family, increased the likelihood of the mailing being read and provided consumers multiple opportunities to interact with the brand. Program combined an offline weekly win contest at store level for high-level prizes including a chance to win $100,000 with a play daily online component that drove product education while offering instant win prizes.

SUCCESS:

At store level, the promotion delivered a quadruple-digit lift in wireless sales compared to never-mailed control group. Online sales of promoted products saw a double-digit increase during the 6-week program due to significant increase of site traffic.